Hypothetical Campaign Strategy to effectively market Hennessy to a new demographic.

1. Michael Peberdy
Jamieah Robinson
Graysen Martinez
Ashley Camacho
Armando Villar
Hennessy

2. Situation Analysis
 Founded in 1765
 Power & Pride
 “Paradis Impérial”
 Mixed Consumer
Focus
 “Wild Rabbit”
 Multicultural Campaign
 Multicultural Efforts
 Gaining Power &
Focus

3. S.W.O.T. Analysis
 Strengths
 reputation, budget,
reach
 Weaknesses
 multicultural,
relatability, community
 Opportunities
 multicultural,
technology
 Threats
 local, legal changes

4. Competition
 Hispanics typically consumer less alcohol
then non-Hispanics.
 When they do drink, they prefer beer over
wine and liquor.
 Hennessey is competing against not only other
liquors; but against beers and wines as well.

5. Competition (Beer)
 Anheuser-Busch, Molson Coors Brewing
Company and SABMiller's Miller Brewing
Company have all in the past ten years either
hired Hispanic Marketing firms to help them, or
agreed on advertising packages that cater to
the Hispanic market.
 In the mid 2000s top ten beer companies
spent over 100 million dollars towards
Hispanic marketing.

6. Competition (Wine)
 In an effort to appeal more to Hispanics, big
brands such as Sutter Home have reinvented
their image.
 Big wine brand Concha y Toro has launched
Spanish language mobile sites to reach
Hispanics everywhere. With this they were
able to increase site visits by 20% in just the
first month.

7. Competition (Liquor)
 Hispanics prefer Tequila and Rum when it
comes to drinking liquor.
 Companies such as Bacardi Limited and
Diageo(Jose Cuervo/Crown Royal) agreed to
advertising package offering $100,000 to
Hispanic scholarships a year.
 Jose Cuervo brand hosted a “Tradicional
Mural Project” where they celebrated Mexican
art and culture.

8. Competition (Liquor)
 Biggest competitor in the Cognac/Brandy
category is McDowell’s No. 1.
 Crown Royal is also big competitor in the full
bodied liquor category.
 They held a “Crown Royal Latin Kings of
Comedy Tour” and have product placement in
Jennifer Lopez video for “On the Floor”

9. Target Segment & Justification
 Group who is receptive to change, open to
new experiences
 Hispanic Millenials (Aged 21-36)
 37% of Hispanic Spending Power
 15 Million making $50-$100k annually
 Largely Bilingual and Bicultural
 Technologically savvy
 Considered trendsetters among their peers
 “Upscale Hispanics” the new class of
American drinkers  sophisticated, like
Hennessy

10. Connecting with Millenials
 Purchase alcohol erratically
 40% of drinking age Americans
 More likely to go back to pricey products as
the economy recovers
 Most likely to explore/experiment with
alcoholic drinks
 Buy relatively more spirits than older
generations
 Millenials: neither teenagers nor older adults
with strict family values  sophisticated

11. Positioning
 Hispanics do not care much for complex cocktails,
which is a good thing for our product since you
don’t need to mix Hennessy with anything. We are
advertising our product to be consumed on the
rocks.

12. Hispanics as Trendsetters
 Hispanics are trendsetters.
 In order to catch our target market’s attention for our
product, we need to focus on how to communicate to
them:
 Have advertisements playing throughout the day on
top young adult radio stations while they are driving
in the car
 Run our advertisements on younger television
networks such as MTV and VH1

13. Importance of Flavor
 “Millennials are more likely to purchase flavored
items compared to any other generation.” (Riberi)
 Flavor is important
 In our advertising, we are going to describe
Hennessey as having a delicious, enjoyable flavor;
and it will grab their attention.
 The fact that there is a variety in our collection is a
plus since they each taste different from one another.

14. Promoting to the Hispanic
Millennials
 The promoting we will be doing for Hennessey will be in
both Spanish and English.
 According to Riberi, “In the past decade alone, the
number of bilingual speakers has increased 73%,
beating out English-dominant speakers to become the
largest Hispanic subgroup. In this study, Nielsen found
“that Spanish-language advertising did a better job
connecting with bilingual Millennials in a range of
scenarios, particularly when the ad’s content was
emotional in nature.”
 Another finding from Nielsen was that “Ads featuring
social interaction were generally more emotionally
engaging and memorable for Bi-Llennials in Spanish
than in English. Similarly, branding sequences were
more effective in Spanish than in English.” (The Bilingual
Brain) This means that in order to be successful in
promoting this product to young Hispanics, it is

15. Marketing Communication
Strategies & Implementation
Our Communication strategy will aim to improve the
overall product association and perception of the
Hennessy brand as a desirable consumer good.
 Purpose
 Goal
 Mission

16. Marketing Communication
Strategies & Implementation
 Strategy  Our Market strategy will be derived from
research, which ultimately will give us insight as to why
our brand is having a difficult time connecting to the
Hispanic market.
 Key Messages  Maximize our communication
strategy that will deeply show an understanding of
Hispanic culture.

17. Best of Both Worlds Campaign
 This portion of the campaign will
deliver a message to those Hispanic
millennials who takes pride in their
social status and want to be
represented as a professional in their
community.
 This campaign will show the
appreciation of the Hispanic
market threw a metaphor, a
metaphor that is explaining the
Hispanic soul as art work.
Sophistication at its finest Pure Soul Festival

18. Evaluation of Effectiveness
 Consumers encouraged
to connect with Hennessy
on interactive website
 Website will ask for
demographic info
 Site hosts raffles for
prizes (shot glasses,
whiskey cubes, etc.)
 Sales will indicate if ads
were effective, but not let
us know who drove these
sales

19. Evaluation of Effectiveness Over 6
Month Period
 Number of Hispanic Millenials who signed up for
giveaways and subscriptions
 Page Views
 Unique Visitors
 Bounce Rate

20. Evaluation Through Social
Media
 Number of Mentions on Twitter/Instagram over 4
month period (and use of the hashtag
#BestOfBothWorlds)
 Shares and Likes on Facebook  special regard to
available info (age/ethnicity) on sharer’s/liker’s profiles